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Understanding Search Engine Result
Algorithm –Based Ranking Systems :Crawling , Indexing , & Ranking.
Determining Searcher Intent & Delivering Relevant , Fresh Content
Analyzing Ranking Factors
Using Advance Search Technique
Vertical Search Engine
Country Specific Search Engine

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The Mission Of Search Engines :

Search engines generate revenue primarily through paid advertising.
The great majority of this revenue comes from a pay per click model , in which the advertisers pay only for users who click on their.
Since web searchers are free to use any of the many available search engines on the web to find what they are seeking the burden is on search engines to develop a relevant , fast , and fresh search experience.

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For the most part , search engines accomplish this by being perceived as having the most relevant result and delivering them the fastest as users will go to the search engine they think will get them the answer they want in the least amount of time.
This include performing extensive studies of user responses to their search result , conducting eye tracking studies & conducting PR and marketing.

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Each major search engine employs a team of people who focus solely on finding and eliminating spam from their search result.

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The Market Share Of Search Engines :

Show in figure the U.S market share for search engines in January 2009 , according to comScore.
In many European countries , the disparity is even greater .
However , in some market Google is not dominant .
The result is that in most world markets, a heavy focus on SEO is a smart strategy for Google.

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The Human Goals Of Searching :�

The basic goal of human searcher is to obtain information relevant to her inquiry .
However, searcher inquiries can take many different forms.
One of most important elements to building an online marketing strategy for a website around SEO and search ranking is developing .

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Once you understand how the average searcher and more specifically , your target market , uses search engine , you can more effectively reach and keep those user.
Search engine usage has evolved over the years , but the primary principle of conducting a search remain largely unchanged.

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Determining Searcher Intent :

Good markets are empathetic , Smart SEO practitioners and the search engines have a common goal of providing searcher with , results that are relevant to their quires.
Therefore , a crucial elements to building an online marketing strategy around SEO & search ranking is to understand your audience.

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Once you grasp how your target market searcher for your service , product , or , resource , you can more effectively reach and keep those users.
Search engine marketers need to be aware that search engine are tools resource driven by intent.
Using the search box is fundamentally different from entering a URL into the address bar, clicking bookmark.

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There are three types of quires using of search engine :

- Navigational Queries

- Informational Queries

- Transactional Queries

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1) Navigational Queries : Navigational searches are performed with the intent of surfing directly to a specific website.

- In some cases , the user may not know the exact URL , and the search engine server as the “white pages”.

- Show in fig….

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2) Informational Queries : Informational searches involve a huge range of queries for example , local weather , maps and direction , details.

- Show in fig….

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3) Transactional Queries : Transactional searches don’t necessarily involve a credit card or wire transfer.

- Show in Fig…..

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How People Search ? :�

Search engines invest significant resources into understanding how people use search , enabling them to produce better search engine result….
For website publisher the information regarding how people use search can be used to help improve the usability of the site as well as search engine compatibility…

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Data from ComScore provides some great insight into what people actually search for when they perform a search.
This means people are thinking about their tasks in stage.
This is just one example of a search sequence , and the variety is endless…
Show in fig…..

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How Search Engines Drive Commerce on the web :

People make use of search engines for a wide variety of purposes , with some of the most popular being to research , locate , and buy products..
Even with recession that hit the U.S. economy in late 2007, and which continues through the publication date of this book , e-commerce sales reported bu the U.S

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There is also a significant amount of interaction between search and local offline commerce…
74% of respondents used search engines to find local business information …
80% Reported researching a product or service online , them making that purchase offline from a local business…

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Eye Tracking :How user Scan Result Pages….

Research firms Enquiro (http://www.enquiro.comResearch firms Enquiro (http://www.enquiro.com) , Eyetools (http://www.eyetools.com) contacted heat map testing search engine users that produced fascinating result about what user see and focus on when engaged in search activity…

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The graphics indicate that users spent the most amount of time focusing their eyes in the top left area where shading is the darkest…
published in November 2006 , this particular study perfectly illustrate how little attention is paid to result lower on the page versus those higher up , and how user’s eyes are draw to bold keyword and description in the natural result (“organic”).

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This research study also showed that different physical positioning of on screen search result in different user eye tracking patterns.
When viewing a standard Google result page , users to create an “F-Shape” pattern with their eye movements.
In May 2008 , Google introduced the notion of universal Search.

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This was a move from simply showing the 10 most relevant web pages to showing other types of media , such as video , images ,news result and so on…as part of

the result in the base search engine…

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Click Tracking : How click on Results , Natural Versus Paid :

To start breaking this down a bit , Show in Fig the screen real state occupied by the two types search results.
This example from Google show how the paid result appear above and to the right of the natural search results..

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Note that Google often dose not show paid result above the natural results , in which case the paid result show up only on the right…

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Natural V/s. Paid Results :

Natural Results	Paid Results
It costs nothing	Costs
Attracts relevant users	Attracts ready-to-buy users
Unpaid section of SERP	Paid section of SERP
Content is relevant to search query	Content is relevant to marketing
Organic rank does not cost anything	Site owners have to pay for their rank on top
Appears in the middle of the page	Appears in the top of the page
Longer process to get rank on top	By paying big amount, you’ll get top rank
It is long lasting	When you stop paying, you will loss top position

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Interaction Between Natural & Paid Search :

ICrossing Published a report that showed a strong synergy between natural and paid search.
The marked improvement in click through rate intuitively makes sense….
For years marketers have known that the number of impression a consumer is exposed to will have dramatic effect on metrics such as retention….

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Although some users do not understand the distinction between natural search result and paid search result , it is a well accepted belief in the industry that the majority of users recognize paid search result as advertisement……

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Understanding Search Engine Results :

In the Search marketing fields , the pages the engines returns to fulfill a query are referred to as search engine result pages..
Each engine returns result in a slightly different format and will include vertical result….
Show in Fig Layout Of Bing Search Result.

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Some Component are Search Engine Result :
Vertical Navigation :Each Engine offers the option to search different verticals , such as image , news , video , or maps.
Search query Box : All of the engine show the query performed and all you to edit or reenter a new query from the search result pages.

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Result Information : This section provides a small amount of meta information about the result that you viewing , including as estimation of the number of pages relevant to the particular query..
Natural / Organic Result : These results are pulled from the search engine primary indexes of the Web in order according to their complex algorithm.

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Query Refinement Suggestion : The goal of these links is to let users search with a more specific and possibly more relevant query that will satisfy their intent..

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Algorithm –Based Ranking Systems :Crawling , Indexing , & Ranking.

Understanding how crawling , Indexing and Ranking works is helpful to SEO practitioners , as it help them determined what action to take to meet their Goals.

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This section primarily covers the way Google , Yahoo! , and Microsoft operate and dose not necessarily apply to other search engine that are popular such as Baidu (China) ,Naver (Korea).

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The search engines have several major goals and function … these Include …

- Crawling and Indexing the billions of documents accessible on the web.

- Responding to user quires by providing lists of relevant pages.

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Crawling & Indexing : Imagine the Word Wide Web as a network of stops in a big city subway system.
Each stop is own unique documents (usually for some PDF , JPEG , and other files) .
The search engine need a way to “Crawl ” the entire city and find all the stops along the way , so they use the best path available…
An example show in Fig……

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Through links , search engine automated robots , called crawlers or spider can reach the many billion of interconnected documents.
Although you could theoretical start from many different places on the web , you would ideally being your crawl with a trusted set of website..

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Retrieval & Ranking : The next step In this quest for knowledge occurs when the search engine returns a list of relevant page on the web in the order most likely to satisfy the user..
This Process requires the search engine to scour their corpus of billion of document and do two things :

- First , return only the result that are related to the searcher query.

- Second , rank the results in order of perceived importance..

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Relevance is the degree to which the content of the documents returned in a search matches the user’s query intention and terms…

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Determining Searcher Intent & Delivering Relevant , Fresh Content�

Modern commercial search engines rely on the science of information retrieval (IR).
This science has existed since the middle of the twentieth century , when retrieval systems powered computer in libraries , research facilities and government lab…
To measure these factors , search engine perform documents analysis and link analysis…

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Analyzing Ranking Factors : �

SEO conducted a survey of leading SEO to determine what these SEO though were SEO thought were the most important ranking factor : (http:// www.seomoz.org/search ranking factor)..
Here is a high level summary of the top result:-

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Keyword use in title tag
Anchor text of inbound link
Global link authority of site
Age of site
Keyword using body text
Link popularity of site in topical community

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Using Advance Search Technique :

One of the basic tool of the trade for an SEO practitioner engines themselves.
They provide a rich array of commands that can be used perform advanced research , diagnosis , and competitive analysis ..
Some of the basic are :

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[- keyword ] : Excludes the keyword from the search results.
For example: , [loan - student] show results for all types of these of loan except student loans..
[+ keyword ] : Allows for forcing the inclusion of a keyword..
[“key phase”] : Shows the search result for the exact phrase… for ex :- [“ seo company”]

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[keyword1 or keyword 2] : Shows results for at least one of the keywords … for ex :- [google OR yahoo!]

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Vertical Search Engine :

Vertical search is the term people sometime use for specialty search engine that focus on a limited data set …
Example of vertical search provide by the major search engines are image , video , news , and blog search…
Vertical search result can provide significant opportunities for the SEO practitioner…

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Vertical Search from the Major Search Engines : The big three engines offer a wide variety of vertical search product….
Google : Google Maps , Google Image , Google Product Search ,Google News , Google Blog Search ,Google Book Search etc……
Yahoo!: Yahoo! News , Yahoo! Image , Yahoo! Video , Yahoo! Shopping , etc….
Bing : Bing Image , Bing video , Bing News , Bing Health , etc …….

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Country Specific Search Engines :

At this stage , search is truly global is the dominant search engine in many countries , but not all them.
How you optimization your website depends heavily on the target market for that site..
According to ComScore , Google is receiving 62 % of all searcher performed worldwide..

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Here is some data on countries where other search engine are the major players :

- China : Baidu (http://www..baidu.com) News reported in February 2009 that Baidu had more than 73%market share in China in 2008….

- Russia : The company’s market share in Russia comprises about 50%of all searches….

- South Korea : Naver (http://www.naver.com) to have about 77% market share in South Korea in 2007…….

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